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Creative Creative Works Nike

Ad of the Day: Nike brands staff as experts and champions to drive store visits


By Sam Bradley, Journalist

August 12, 2021 | 3 min read

Nike has released a short series of films celebrating the hard-won expertise of its in-store staff. Today’s Ad of the Day sees the fitness brand champion a different kind of athlete ambassador.

nike hero shot


The latest campaign from Nike sees the sportswear giant celebrate the talents, experience and expertise of its shopfloor staff, with a series of short films that remind viewers their employees are also top athletes in their own right.

Produced by creative agency BMB, ‘Ask our Athletes’ positions Nike store staff as true experts – reminding customers how much more they’ll get from coming into its physical locations than if they shop online.

The campaign champions seven Nike workers from across the brand’s London branches. Each film explores their lives at work and away, as they tell customers how they bring the experience of training and competing to their work.

The first two ads feature an international sprinter Confidence and Sasha, who loves her time in the gym.

Ben Hutchings, consumer direct marketing marketplace director, said: “This is the first time we have turned the lens inwards. Our Store Athletes are integral to the business but they are also amazing humans, with incredible talents and passion. We wanted to work with BMB to draw out that humanity and show that coming to a Nike store means more than just getting served a shoe in the right size, you get personal experience, passion and genuine love of sport too.”

Matt Lever, chief creative officer from BMB, said: “Nike stores aren’t staffed by your average retail worker, they’re staffed by athletes – people who love sport and love the brand, and have extensive knowledge of both. We wanted to showcase how their passion influences and informs the experience for every customer.”

To get in touch about Ad of the Day, please email

Nike: Ask our athletes by BMB

By Nike

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